“For some people, fashion is an expression of their aesthetics. which can be purchased and can exhibit their own sense of aesthetics, like an artwork.” - Jongwhan Baek, Director in Chief at WGNB The perception of looking at clothing varies from person to person. Some would regard clothing just as an “outer layer” that wraps around the body, while others would fill the entire room with clothes and “gather” like a collection without wearing them. For them, clothing is not merely a functional element, but serves as a tool to express their personality or social persona. Today, how each fashion brand runs their business have become as important as how each piece of clothes looks. Renewal of BOON THE SHOP Centum City started from the very question “Can’t a clothing store be a gallery?”. The space is composed with clear glass and rough textured(scraped-off) concrete. The material palette is to provoke contract by mix-matching Brutalistic and minimalistic aesthetics. While usage of clear glass in walls and partitions opens up the store visually, these glasses as well serve structural function. We pursued “Collapse of formula” by replacing hangers in ordinary clothing stores to minimalistic steel frames that are derived from picture frames in the gallery. So that without clothes and hangers, the space could be unclear to identify as a clothing store, as it would look more like an art gallery. For the shoe display at the entrance, we used layered glasses as structural studs that support the shoe display shelf modules. Through this, a view from the façade is seemingly transparent while the shoes appear floating in the air. Then, we introduced two natural objets which would stand out from the space subtly. Displayed like artworks in a frame, a stone panel and a maple tree add warmth to the space which almost looks cold. Juxtaposition of natural and artificial materials creates a supernatural feeling. We hope that visitors would leave the store with an enlightenment that fashion is a kind of art, and they have just visited a gallery of contemporary philosophy and statement.